AMA-Marketing Focuses on Digitalization and Adapts to Evolving EU Agricultural Policy

The Austrian Landwirtschaftsausschuss (Agriculture Committee) recently discussed the 2024 activity report of AMA-Marketing, revealing a focus on digitalization of quality control systems and adaptation to upcoming changes in the European Union’s Common Agricultural Policy (CAP). The report also detailed increased control measures related to the new “Tierhaltung plus” (animal welfare plus) quality seal.

Quality Control and Digitalization Efforts

AMA-Marketing conducted over 36,000 quality assurance controls in 2024. Christina Mutenthaler-Sipek, CEO of AMA-Marketing, emphasized the organization’s commitment to further digitizing the control system, moving “from paper to the animal.” Source This shift aims to improve efficiency and transparency in quality assurance processes.

The report highlighted a significant increase in the number of controls conducted compared to 2023, which saw 29,009 controls. Source Over 20,000 of these controls revealed no issues, indicating a high level of compliance among Austrian farmers.

In 2024, 766 unannounced audits were conducted on farms, with a focus on animal welfare. 249 sanctions were issued as a result of these audits, including 11 cases involving serious violations. Source AMA-Marketing employs a four-tier sanction system, ranging from warnings to fines and potential business closures.

Financial Overview: Increased Revenue and Reserves

AMA-Marketing’s revenue for 2024 reached €32.2 million, including EU funding and other income. Source This represents an increase from the previous year, driven by a revision of the AMA law that introduced a new contribution system, including a land area-based fee. Agrarmarketing contributions accounted for 85% of the total revenue, amounting to €27.2 million. Source

Reserves increased by approximately €5.8 million to €11.2 million, with half allocated to milk and meat, and €1.6 million to arable crops. Source

EU Agricultural Policy Outlook: CAP Reform

Landwirtschaftsminister Norbert Totschnig presented the EU annual preview for 2026, with a central theme being the restructuring of the Common Agricultural Policy (CAP) after 2027. Source The European Commission proposes moving away from the current two-pillar model to a more integrated EU funding framework with a common fund and individual plans for each member state.

Political Reactions and Future Outlook

The report was approved by all factions except the Freiheitlichen (Freedom Party). An FPÖ motion to continue the discussion in the National Council was rejected by the governing parties. Source Discussions also touched upon concerns regarding the use of specific terminology related to target groups within the report, with criticism directed towards terms like “upper and lower class.” AMA-Marketing committed to using alternative terminology in future reports.

Looking ahead, AMA-Marketing aims to submit its activity report to the National Council by June, earlier than the previous deadline of the end of November. Source